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THREE P’S OF GREEN MARKETING

  THREE P’S OF GREEN MARKETING

1. PRODUCT       2.  PRODUCTION PROCESS    3. PACKAGING
    
     Above mentioned three P’s have their own vital role in the green marketing. These three Ps fulfill twin objectives-Human welfare and Eco-Friendly marketing. Thus, these Ps are closely related with the green marketing. It would be appropriate here to discuss their relative contribution marketing.
                                         
                                          Product
          In order to make its contribution in green marketing, efforts are being made to make the product-human environment friendly. The best example is introduction of “Non-C.F.C.”, Air conditioners and Refrigerators by the Japanese companies.

         Another good effort has been made by the “Monsanto”, which is the one of the lending U.S. Company. This company has introduced “B.T. Cotton”, which do not requires any sort of use of pesticides and saves the cotton crop from specific insects.

                                        Production Process
          In order to boost the green marketing, in the “Textile Sector”, number of countries, particularly developed countries have banned the import of textile products using chemical dye. Use of chemical dye during the production process not only erode fertility of land but makes the underground water poisonous also. Textile products made from chemical dye may cause skin cancer to the users. The awareness regarding this has rejuvenated the use of natural dye in production process.
         Advance research and development is on in the “Monsanto” to introduced colored cotton seeds. Limited success has been achieved in this regards. If the company gets breakthrough than it will bring revolutionary changes in the production process of the textile industry across the world.
                                                   
                                             Packaging

        Package or container is essential for the safety of the product from center of production to center of consumption and up to the final consumption of product. Package provides convenience to the customers and also has great promotional value. But the marketing companies must pay proper attention to safety and growing environmental concerns about packaging.

     “Plastic” is widely used material in the packaging. Huge number of thrown plastic packages are creating number of severe problems such as eroding fertility of land, problems in waste disposal, blockade in sewage disposal system and untimely death of animal. Shortage of paper, wood, aluminium and other material suggest that the marketing companies should try to reduce packaging.

Now-a-days there is growing awareness in the marketing companies regarding reducing packaging. It would be appropriate here to mention some good efforts of the marketing companies in this regard.

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